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Christian Scott - VP of Marketing at Element

A self
proclaimed sports geek, Christian Scott isn’t a stranger to the sports
industry. His journey began at Nike and most recently has led him to Element
where he serves as the VP of Marketing. The Element brand is skateboarding at its core, but also connects with those
that love the outdoors, too.

We caught
up with Christian and he gave us a quick look at his career path, how Element
always stays true to its roots, and how that drives the company and its
marketing initiatives.

Photo Credit: Marc Falkenstien

You’ve had a pretty incredible career so far.
Tell us about your career path and how you navigated through it.

I
always knew I wanted to work in an industry that was going to be challenging
and fun at the same time. We spend most of our days at work so if you’re not
enjoying it, it’s going to be a long life. I’ve always been a bit of a sports
geek; and growing up in Northern California, Action Sports was a big part of
life. I’ve worked in companies large and small looking for new challenges and
ways to grow brands. How’d I end up here? A bit of dumb luck I guess.

Who have been your professional mentors along
the way? What has been the most important career advice they have given you?

I’ve
had several bosses along the way and they all have their own style, both good
and bad. I’ve learned a lot from both. On the positive side, keep your plans
digestible and do what you say you’re going to do. Too often people spend a ton
amount of time on strategy building without a plan that is understandable and easy
to execute.

What makes Element different that any of the
other brands you’ve worked with?

Element
is a core skate brand and we will always be focused here. But, the brand is
able to reach beyond and connect with a wider audience through our outdoor
vibe. Product categories like Wolfeboro jackets and Element Flex Flannels speak
to the outdoor explorer in all of us, which is true to who we are and where we
started.

What are some of the key opportunities for
the brand currently? How are you capitalizing on these opportunities to move
the brand forward?

The two
biggest opportunities where we’re focused on continues to be core skateboarding
and the outdoor market. Both go hand in hand. Our skate team is just as
comfortable filming in the streets as they are camping in the mountains. That
authenticity gives us license to deliver our message effectively in both
markets.

How are you using your experience with
marketing on a global scale with Oakley to focus on the Americas region for
Element?

Marketing
on a global scale is not an easy proposition. It takes alignment, consistency
and above all else, discipline. I’ve sat in the global chair and the regional
chair so I know how it is on both sides. We want to continuously improve and
always keep the end consumer in mind.

What are the challenges of focusing a
marketing campaign on a regional level when the brand has a global presence?
The advantages?

In today’s
digital age it’s a small world so it’s important that we deliver the same
message consistently around the globe. It gets challenging sometimes country to
country because each market is different. The brand is perceived differently,
seasons are different, weather, economic, etc., but that’s what makes it
fun.

Aside from skateboarding, what drives the
Element brand?

Element
is driven by the idea to make the world a little bit better. We use the term
conscious by nature. Our non-profit partner, Elemental Awareness introduces
underprivileged kids to skateboarding and outdoor survival techniques through
our Element Skate Camp. Additionally, they have been visiting Native American
reservations for years building skate parks and working to improve the land.

On the apparel side, the entire factory and
all fixtures where our flannels are constructed run off solar power. The goal
is to continually improve and help those around us.

How important is it for Element to remain
core and how has the brand successfully done so since its launch in 1992?

Staying
true to the core is the lifeblood of the brand. It gives us authenticity and a
point of view, which allows us to focus our message. It’s easy to get
distracted and lose sight of your goals and that has happened in the past.
That’s why every product and every marketing campaign must run through the
skateboarding filter to make it to market. We may have jackets that never make
it to a core skate shop, but that product and the ensuing campaign must be authentic and respected by our core consumer.